The document provides background information on Arce Dairy, an ice cream company established in 1935. It discusses the company's history, products, operations, competitors, target market, and proposed marketing strategy. Key points include: - Arce Dairy uses fresh carabao milk and ingredients to produce premium ice cream. - While the brand is known for quality, it lacks advertising and distribution. - The proposed target market is health-conscious yuppies aged 20-26 in metro Manila. - Market research found that those familiar with Arce Dairy love the creaminess but it's not widely available. - The marketing strategy would be to launch an advertising campaign promoting Arce Dairy as a

1. ARCE DAIRY
BRANDING CAMPAIGN

2. COMPANY BACKGROUND

3. • OPENED business in
1935, by RAMON ARCE
SR.
• Used the “AMERICAN”
technology in making ice
cream.

4. Did you know that:
Arce Dairy was originally
“SELECTA”

5. But due to family conflict, the
Arces were forced to sell
“Selecta”.

6. The Arce’s said that if they don’t
resurrect their ice cream business,
their grandfather might resurrect from
the grave and revive the business
himself.

7. After years of hard work, the Arces
finally got back on their feet, thus
“ARCE DAIRY” 

8. Arce Dairy is very proud of
their high quality ice
cream product.
• They strictly follow their tradition of using
ONLY fresh CARABAO MILK and other fresh
ingredients in making their ice cream.

9. SWOT
ANALYSIS

10. STRENGTH

11. • More expensive than other brands.
• Maintained a clean reputation for making
quality ice cream, proven by several awards
given to Arce Dairy.
• Arce Dairy ice cream is scientifically proven
much healthier compared to leading ice cream
brands.
• Has variety of unique ice cream flavours not
available in other brands.

12. WEAKNESS

13. • Has very limited advertising/promotion
materials, leading to unpopularity amongst the
masses.
• Product is poorly distributed, making it
available to very limited stores and locations.
• Not top of the mind when asked about an ice
cream product.
• Has a “local” image, therefore viewed as
“cheap”.

14. OPPORTUNITY

15. • Health and wellness campaigns
encouraging people to go for the
healthier choice.
• Social media network serving as
effective vehicle in product
promotion.

16. THREAT

17. • Heavy promotion and advertising of
competitors.
• Economic Crisis
• Entrance of new ice cream brands,
adding competition on market share.
• New trends like Frozen Yoghurts, Milk
Tea, etc.

18. MARKETING
MIX

19. PRODUCT
• Arce Dairy started from three generations.
They produce different variety of flavours
like Mango, Chocolate, Blueberry Cheesecake,
Buko Lechias, Avocado, Quezo Real, Vanilla,
Strawberry, Dark Chocolate, Cheese, Ube,
Almonds and Chips and many more.

20. FACT!
Arce Dairy actually has their own
farm where they get most of their
fresh ingredients especially the
“CARABAO MILK” which they use as
base for their ice cream.

22. PRICE
ARCE DAIRY ICE CREAM
CONTAINER SIZE
PRICE RANGE
425 mL ₱ 70.00 (Classic)
₱ 80.00 (Supreme)
₱108.00 (Sugar-free)
750 mL ₱ 120.00 (Classic)
₱ 205.00 (Supreme)
1.5 L ₱228.00 (Classic)
₱408.00 (Supreme, Sugar-free)

23. PLACEMENT
• Arce Dairy has been in business for more than
two decades already but it only has a few
branches in the country. Although it has only
a total of six main scooping stations and a few
mini-stations all in all, these are all placed in
locally popular or well-visited areas like malls
and plazas.

24. Scooping stations:

25. PROMOTION
• Unfortunately, Arce Dairy has almost
NO promotion. They’ve produced no TV
ad, very few and unmemorable print ads.
• No promotional efforts are done, and
they rely on word of mouth to get
cutomers.

26. THE COMPETITION

27. SELECTA ICE CREAM
• One of the leading ice cream brands in
the Philippines, selling a wide variety of
ice cream products with reasonable
price.
• Was originally owned by the Arce
family.
• Their product “MAGNUM” is currently
the “it” ice cream.

28. MAGNOLIA ICE CREAM
• Another one of the leading ice
cream brands in the Philippines,
with products celebrating the
“Pinoy” flavors.
• Reasonable price

29. BEN & JERRY’s
• Imported ice cream brand, known for
innovative flavour combinations,
resulting in fun and unique ice cream
creations.
• Quite expensive.
• The “Yuppie comfort food”.

30. TARGET MARKET

31. “Yuppies” or young urban
professionals,
20-26 years old, class A-B, male
and female, living and working
in/around NCR.

32. “THE YUPPIE
CULTURE”

33. “I bought
this bag
yesterday
at Divisoria
mall for
just P100!!!”

34. “The pricier, the better.”

35. “iPAD 5
now
available!”

36. YUPPIES CHASE TRENDS!
• What’s in?!
• What’s new?!
• What’s cool?!

37. CHOCNUT? FERERRO?

38. “BRAND CONSCIOUS”
I am what I
buy.

39. “FICKLE-MINDED”
They are not loyal to
their brand-picks. If
something better
comes out, they’d
switch quickly.

40. CONCEPTUAL TARGET
MARKET

41. James is a 25-year old advertising
practitioner working at McCann, living in a
condo with his older sister in Makati. He
spends his weekdays working in their
office, and after-work hours in nearby
malls with his colleagues. On weekends he
plays pro tennis, and then mostly spends
his time watching dvds in his condo.

42. PURCHASE BEHAVIOUR

43. • Stressed?
• Date?
• Friends coming over?
• Movie marathon?
• Hungry?
• Can’t take the heat?
• Dessert?
EAT
ICE
CREAM!!

44. THOUGHT PROCESS

45. Target Consumer Group
• Health-conscious, self-indulgent young
urban professionals or “yuppies” who
have the money to lavishly spend on
anything they want, and also who are
fickle in choosing their brand choices,
depending on what is trending or getting
good reviews.

46. Current Belief:
“Local” ice cream is cheap and low quality.

47. Current Behaviour
• Yuppies purchase the brand that’s
“in”. When a new brand is
introduced, and hits the
“mainstream” air, they easily switch
brands.

48. Desired Future
Behaviour
• To make Arce Dairy one of the
yuppies’ top ice cream brand
choices.

49. Customer Insight
• A lot of my friends and
colleagues eat this new premium
ice cream “Magnum”, that’s why
it’s also my ice cream choice.

50. Compelling Future Belief
• Arce Dairy is a high quality,
delicious and healthier ice
cream that’s in par with
imported brands.

51. SUMMARY of INTERVIEW
WITH THE TARGET MARKET

52. THOSE WHO HAVE TRIED
“ARCE DAIRY ICE CREAM”

53. • 4/5 of the people who are familiar with the
brand “Arce Dairy” have claimed that it’s
their favourite ice cream in the Philippines.
• Even though they have flavour favourites,
they try the different flavours every now and
then.
• Though they love Arce Dairy, they consume
other brands more often because Arce Dairy
is not available on many local stores. But
whenever there is Arce Dairy available, it’s
their first choice.

54. • What they love about Arce Dairy is the
consistency of the ice cream, the smooth
creamy texture, and the mild sweetness of the
flavours.
• Most of them found out about Arce Dairy first
from personal references like friends, and
relatives. Once they tasted Arce, it was
immediately their “new” favourite ice cream.
• According to them, the price doesn’t bother
them, since the taste is worth the price they
pay. They also mentioned that they wish Arce
was available to more stores.

55. 5/5 were NOT aware that Arce
Dairy uses CARABAO MILK in
their ice cream.

56. People who are NOT
familiar with the brand
ARCE DAIRY

57. • 2/5 of the people who aren’t familiar
with Arce Dairy said that their
favourite brand of ice cream is Selecta
(particularly Magnum)
• 2 of the 5 said his favourite ice cream
is Ben & Jerry’s, and the other one said
Haagen Dazs. Those who picked Ben &
Jerry’s as favourite said they love the
variation in flavours.

58. 5/5 are WILLING to try Arce Dairy
if anyone recommends it to them.

59. ICE CREAM TASTE-TEST!

60. All 5 of them
instantly loved
the ice cream!

61. One feedback that was all and the
same from all five is something
about the “creaminess, boldness of
flavour, and silky smooth texture”
of the ice cream. They said there’s
something different about it but
they couldn’t point a finger on what
it is.

62. Surprisingly, all 5 declared that it is easily their
favourite ice cream, and tastes better than their
past favourites. They said they can’t wait to try
the other flavours.

63. What is your ideal ice
cream?Both the familiar and non-
familiar interviewees were asked
what they’d like their ice cream
to be.

64. 10/10 prefer that an ice cream is
not too sweet, but still rich,
creamy, and smooth in texture.
They’d also love the main flavours
to dominate the product. A sugary
sweet ice cream is a let-down. They
prefer thick ice cream. (THAT’S
SO ARCE)

65. To the yuppies, quality of ice cream and
product feedback is vital. If it hits
home, they might actually stick to it. All
they need is a good push to try the
product 
BUT: “I’ve never heard of it, I wouldn’t buy it.”
INTERVIEW
CONCLUSION:

66. COOKING UP THE BIG IDEA

67. PROBLEM STATEMENT:
Arce Dairy produces high quality
ice cream products that is proven
to be better tasting than most
leading ice cream brands and could
actually compete with important
brands.

68. BUT, they obviously lack
promotions, therefore a lot of
people aren’t even aware that a
certain “Arce Dairy” ice cream
brand exists.

69. And those aware are in a way,
PREJUDICED. Arce Dairy had
this “LOCAL” image, making
the market think that Arce
Dairy is CHEAP, MEDIOCRE,
and NOT WORTH TRYING.

70. If this was a formula:
• Selecta = Magnum = WOW MAGNUM.
IKAW NA.
• Ben & Jerry’s = Crazy flavors = FUN!
Arce Dairy = =

71. Arce Dairy’s
advantageous
disadvantage.

72. CARABAO MILK
It is scientifically proven that
carabao milk is way more
nutritious than cow’s milk.
It contains protein, fat, lactose, vitamins and
minerals, and water. In addition, carabao’s milk is
richer and creamier compared to cow’s and goat’s
milk due to its high percentage of milk fat which is a
good source of energy.

73. • Carabao’s milk also contains
very little cholesterol,
compared to other milks.

74. The carabao milk ingredient
makes Arce Dairy ice cream
HEALTHIER and
GUILTLESS compared to
other brands.

75. The disadvantage is, “carabao
milk” screams “LOCAL”. There’s
a risk of driving away our target
market. Therefore we need to
hush on the carabao milk
subject.

77. “ARCE, THE SEXY ICE CREAM.”?

78. MARKETING
OBJECTIVES

79. • Increase sales
• Brand
Awareness/Exposure.
• Brand Image
establishment.

80. MARKETING
STRATEGY

81. • Reintroduce Arce Dairy with its
new “sexy” image.
• Take advantage of social media
opportunities in promoting the
brand.

82. ADVERTISING
OBJECTIVE

83. • Trigger the curiosity of the target
market and make them try the
product.
• Promote Arce Dairy’s new “sexy”
image.
• Cover up Arce Dairy’s “local/low class”
image to people.
• Expose people to the brand.

84. ADVERTISING STRATEGY

85. • Launch print ads that will capture the
target market’s attention.
• Execute an effective guerrilla ad that
stays faithful to Arce Dairy’s new
image.
• Release a TVC to be aired during
primetime.
• Document the active guerrilla campaign
and post it as a viral video.
• Use imagery that implies.

86. Advertising Strategy
Statement

87. • “Convince (Who-Target): Health-conscious, self-
indulgent young urban professionals or “yuppies” who
have the money to lavishly spend on anything they
want, and also who are fickle in choosing their brand
choices, depending on what is trending or getting
good reviews.
• That (What-Benefit/Belief): Arce Dairy is not only
a very delicious ice cream that’s in par with imported
brands but is also healthier compared to other
brands.
• Because (Why-Reason Why/Support): Arce Dairy
uses only the freshest high quality ingredients in
making their ice cream.

88. Healthy + Delicious = ?

89. “GUILTLESS
PLEASURE”

90. Creative
Execution

91. OUT OF HOME
ADS

92. BILLBOA
RD
-To be
located
along
EDSA.

96. TAXI AD

98. 3 PRINT ADS
• To be published in magazines
such as Healthy Living,
Men’s/Women’s Health,
Cosmopolitan, Glamour, and
Yummy magazine.

102. ACTIVE GUERILLA
AD

105. PASSIVE GUERILLA
AD

106. • Prepared by:
Censon, Angelie
Castillo, Jedidiah
Fajardo, Paulo
Figueroa, Ed Kevin
Palomo, Christine